Title of presentation in Daimler Blue 2. Line of the title

JIPA-Symposium 03.02.2011

Dr. Christian Hahner

Intellectual Property & Technology Management - GR/PI – 03.02.2011

2Intellectual Property & Technology Management2011-02-03_JIPA-Symposium_v4.ppt

Daimler offers worldwide a full range of automotive vehicles – from 2 seater smart to 40 t Actros

Note: Revenue Group € 78.9 bn; Employees: 256,407; sales organization 47,625, Corporate/Others 5,297

Main Brands:

HumanResources

Open Innovation

Global StrategyDaimler AG


Filing the patent for the first automobile 125 years ago ourfounders started a history of IP following ‚the best or nothing‘

We invented the automobile…

… and are passionate about its future

HumanResources

Open Innovation


4Intellectual Property & Technology Management2011-02-03_JIPA-Symposium_v4.ppt 4

1.807 Patenterstanmeldungen pro Jahr - Portfolio: 21.869

Des

igns

Pate

nts

Bra

nds

2.500 Domain applications per year – Portfolio: 7.000

Dom

ains

450 Brand applications per year – Portfolio: 35.000

320 Design applications per year – Portfolio: 5.500

www.bluetek.de

IP is fully integrated into the R+D organization with offices around the world contributing to one IP-Portfolio

2.100 Initial patent applications per year

Portfolio: 18.000

Based on data 2010

IP-Management and Technology monitoring in one organization

HumanResources

Open Innovation



HumanResources

Open Innovation


Chairman of the BoardDr. Zetsche

Group ResearchProduct-Innovations

Prof. Bharat

IntellectualProperty andTechnologyManagement

Dr. Hahner

GroupResearch

& Mercedes-BenzDevelopment

Dr. Weber

PatentsPower train

IP Office Japan

Technology Monitoring

and ResearchPolicy

CentralFunctions

(incl Search)

PatentsBody,

Safety, Manufacturing

PatentsElectronic and Driving

Systems

Legal

Dr. Hermann

LegalIntellectual

Property

LegalIntellectualProperty II

LegalIntellectualProperty I

Board of Management

Close interaction of legal and technical IP resources

IP Office China

Trademarks,Domains

Design Patents,IP Contracts

LocationsStuttgart, Böblingen, Ulm, Tokyo, Beijing

LocationsStuttgart, Böblingen, Ulm, Tokyo, Beijing

Staff133 People thereof

35 IP-Attorneys

Staff133 People thereof

35 IP-Attorneys


Challenge: Secure Innovation for a range of technologies with different regulatory premises worldwide – e.g. powertrain

6

HumanResources

Open Innovation


2011-02-03_JIPA-Symposium_v4.ppt 7Intellectual Property & Technology Management 7

Worldwide generated IP filed in the name of Daimler AG is orchestrated by central IP office

Strategic filter to harmonize IP standards

Daimler Research Center worldwide

*) office for first filings may differ due to local legal requirements

GERMAN PATENT AND TRADEMARK

OFFICE*)

18.000 Patents35.000 Brands5.500 Designs5.600 Domains

Intranet-IP Databse available to all Daimler engineers worldwide

HumanResources

Open Innovation


2011-02-03_JIPA-Symposium_v4.ppt 8Intellectual Property & Technology Management

Japan is 3rd largest international filing country for Daimler…

EU48%

RoW2%

US33%

Japan13%

China4%

Daimler Patent Portfoliodistribution worldwide in %

… facing some differences to the german IP system

HumanResources

Open Innovation


*) Daimler Data (without FUSO)as of 31.01.2011


Some Differences of Japanese and German IP SystemRequest for examination: 7 years in Germany; 3 years in Japan (from filing)

Separation of Search request and examination possible in Germany

Prosecution Costs (filing, request for examination, registration) high in Japan=> JPO: 213.500 YEN (1.950 EUR)=> DPMA: 52.000 YEN (460 EUR)

Challenging granting rate due to national Phase Search resultsPositive Search result from EPA (ISR) are often not valid in JP (new X and Y documents found in the national phase in JP)

In average long Granting Time (after request for examination)

Data: Daimler IP-Portfolio – time period 2000 - 2009; restricted to time from request for examination until grant of patent

COUNTRY JP US DE EP

YEARS to Granting 2,73,3 2,4 2,6

Automotive IP world is expanding

HumanResources

Open Innovation


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Growing importance of the chinese automotive marketseems to go in line with chinese IP-activities

Students starting to study engineering2008-2009 in Mio

Distribution of worldwide patent filings In percentage % of worldwide number of patent filings

Source: DB Research, Eurostat 2010;National statistics of China

Source: WIPO 2011

HumanResources

Open Innovation


Change in roles and tasks of central IP offices


For Automotive Industry Open innovation applies in different settings and is part of the business model

HumanResources

Open Innovation


OPEN INNOVATION

OPEN SOURCE SOFTWAREAwareness for using conditions

No “infection” of own software

SCIENCE / PUBLICPublic Research Centers/ Universities

Public funded projects

SUPPLIERS / COMPETITORS

Joint Projects or JVs

Clash of business models

Cross licensing

STANDARDIZATIONInput for standardization-projects (e.g. FlexRay)

Patent Pools

INNOVATION-WORKSHOPS

Internet/Intranet

Innovation Jam

Creativity workshops


Own training and development of IP-staff necessary to be prepared for the multiple tasks of a modern IP-employee

• Engineering education is prerequisite for patent attorneys

• Bar examinations for European and/or German patent attorney are offered via in-house and external trainings

• Costs for trainings and examination are paid by company in exchange to at least a 2 year binding to Daimler after finishing the exam

• Constant yearly update-trainings for the whole IP-team not only in law but especially in international IP-Management

HumanResources

Open Innovation


Difficult: bring legal, managerial and language-skills together•

Challenge is to stay competitive with law-firms12

Title of presentation in Daimler Blue 2. Line of the title

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